---
title: "Tax advisory brands in New Zealand: Which are searched most?"
description: "Compare the tax advisory brands people buy. Share of Search among PwC, EY, Deloitte, BDO and KPMG, the tax advisory brands Brandwave compares in New Zealand, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/nz/categories/nz-tax-advisory-brands"
publisher: "Brandwave"
---

# Tax advisory brands in New Zealand: Which are searched most?

Compare the tax advisory brands people buy. Share of Search among PwC, EY, Deloitte, BDO and KPMG, the tax advisory brands Brandwave compares in New Zealand, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Competitive set**: Tax advisory brands
- **Market**: New Zealand
- **Brands compared**: 5
- **Month measured**: Sep 2026
- **Highest Share of Search**: PwC, 50%

## Which brand is most popular in search among tax advisory brands in New Zealand?

- In September 2026, PwC was the most searched among tax advisory brands in New Zealand, with an estimated 2.6K branded searches, 50% of all searches for the five we track.
- EY is in 2nd place, 19.2 percentage points behind at 30.8%.
- Across the 12 months ending September 2026, PwC’s share of searches among tax advisory brands in New Zealand increased from 38% to 50%.
- Across the 12 months ending September 2026, EY’s share of searches among tax advisory brands in New Zealand decreased from 35.7% to 30.8%.
- Across the 12 months ending September 2026, Deloitte’s share of searches among tax advisory brands in New Zealand decreased from 17.7% to 13.2%.
- Across the 12 months ending September 2026, BDO’s share of searches among tax advisory brands in New Zealand decreased from 6.3% to 3.9%.
- Across the 12 months ending September 2026, PwC’s share of searches among tax advisory brands in New Zealand peaked at 50% in September 2026 and was lowest at 30.7% in March 2026.
- Across the 12 months ending September 2026, EY’s share of searches among tax advisory brands in New Zealand peaked at 46.8% in March 2026 and was lowest at 30.8% in September 2026.
- Across the 12 months ending September 2026, Deloitte’s share of searches among tax advisory brands in New Zealand peaked at 18.9% in December 2025 and was lowest at 13.2% in September 2026.
- Across the 12 months ending September 2026, BDO’s share of searches among tax advisory brands in New Zealand peaked at 7.3% in November 2025 and was lowest at 3.9% in September 2026.
- Across the 12 months ending September 2026, KPMG’s share of searches among tax advisory brands in New Zealand peaked at 3.6% in June 2026 and was lowest at 2.1% in January 2026.
- Across the 12 months ending September 2026, KPMG held steady: its share of searches among tax advisory brands in New Zealand moved less than 0.5 percentage points.

## Top tax advisory brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, KPMG was mentioned most often, in four of the five answers. Deloitte was recommended most often, coming first in all three answers that gave a list. PwC was second, and EY was third.

Brands get a higher AI rank if they are mentioned earlier in the answers that list options.

| Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it |
| --- | --- | --- | --- | --- |
| Deloitte | 1st | 2 of 3 | 1 of 2 | 3 of 5 |
| PwC | 2nd | 2 of 3 | 1 of 2 | 3 of 5 |
| EY | 3rd | 1 of 3 | 1 of 2 | 2 of 5 |
| KPMG | 4th | 3 of 3 | 1 of 2 | 4 of 5 |
| BDO | 5th | 1 of 3 | 0 of 2 | 1 of 5 |

## Every AI answer about tax advisory brands

- Asked ChatGPT "Which tax advisory brand should I hire in New Zealand?": 1. KPMG
- Asked ChatGPT "What are the best tax advisory brands in New Zealand?": 1. Deloitte, 2. PwC, 3. EY, 4. KPMG, 5. BDO
- Asked ChatGPT "What's the best tax advisory brand in New Zealand for tax advice?": 1. Deloitte, 2. PwC, 3. KPMG
- Searched Google, AI Overview "best tax advisor": 1. Deloitte, 2. EY, 3. KPMG, 4. PwC
- Searched Google, AI Overview "business tax advice": named none of the brands we track

Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 21, 2026.

## Compare search popularity between leading brands

- [PwC vs EY: compare search popularity](/demand/nz/compare/ey-new-zealand-vs-pwc-new-zealand): 50% against 30.8% Share of Search.
- [PwC vs Deloitte: compare search popularity](/demand/nz/compare/deloitte-new-zealand-vs-pwc-new-zealand): 50% against 13.2% Share of Search.
- [PwC vs BDO: compare search popularity](/demand/nz/compare/bdo-new-zealand-vs-pwc-new-zealand): 50% against 3.9% Share of Search.
- [PwC vs KPMG: compare search popularity](/demand/nz/compare/kpmg-new-zealand-vs-pwc-new-zealand): 50% against 2.1% Share of Search.
- [EY vs Deloitte: compare search popularity](/demand/nz/compare/deloitte-new-zealand-vs-ey-new-zealand): 30.8% against 13.2% Share of Search.
- [EY vs BDO: compare search popularity](/demand/nz/compare/bdo-new-zealand-vs-ey-new-zealand): 30.8% against 3.9% Share of Search.
- [EY vs KPMG: compare search popularity](/demand/nz/compare/ey-new-zealand-vs-kpmg-new-zealand): 30.8% against 2.1% Share of Search.
- [Deloitte vs BDO: compare search popularity](/demand/nz/compare/bdo-new-zealand-vs-deloitte-new-zealand): 13.2% against 3.9% Share of Search.
- [Deloitte vs KPMG: compare search popularity](/demand/nz/compare/deloitte-new-zealand-vs-kpmg-new-zealand): 13.2% against 2.1% Share of Search.
- [BDO vs KPMG: compare search popularity](/demand/nz/compare/bdo-new-zealand-vs-kpmg-new-zealand): 3.9% against 2.1% Share of Search.

## How did search popularity change for New Zealand tax advisory brands in September 2026?

- In September 2026, PwC gained share of searches among tax advisory brands in New Zealand, from 43.2% to 50%.
- In September 2026, Deloitte lost share of searches among tax advisory brands in New Zealand, from 16% to 13.2%.
- In September 2026, BDO lost share of searches among tax advisory brands in New Zealand, from 5.7% to 3.9%.
- In September 2026, EY lost share of searches among tax advisory brands in New Zealand, from 32.3% to 30.8%.
- In September 2026, KPMG lost share of searches among tax advisory brands in New Zealand, from 2.8% to 2.1%.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | PwC | 50% | 2.6K | +21.1% | PwC |
| 2 | EY | 30.8% | 1.6K | 0.0% | EY |
| 3 | Deloitte | 13.2% | 680 | -13.9% | Deloitte |
| 4 | BDO | 3.9% | 200 | -28.6% | BDO |
| 5 | KPMG | 2.1% | 110 | -21.4% | KPMG |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | PwC | 1.5K | 38% | 1 |
| Oct 2025 | EY | 1.4K | 35.7% | 2 |
| Oct 2025 | Deloitte | 700 | 17.7% | 3 |
| Oct 2025 | BDO | 250 | 6.3% | 4 |
| Oct 2025 | KPMG | 90 | 2.3% | 5 |
| Nov 2025 | EY | 1.6K | 37.4% | 1 |
| Nov 2025 | PwC | 1.5K | 35.8% | 2 |
| Nov 2025 | Deloitte | 720 | 16.9% | 3 |
| Nov 2025 | BDO | 310 | 7.3% | 4 |
| Nov 2025 | KPMG | 110 | 2.6% | 5 |
| Dec 2025 | EY | 1.1K | 36.3% | 1 |
| Dec 2025 | PwC | 1.1K | 36.3% | 2 |
| Dec 2025 | Deloitte | 600 | 18.9% | 3 |
| Dec 2025 | BDO | 200 | 6.3% | 4 |
| Dec 2025 | KPMG | 70 | 2.2% | 5 |
| Jan 2026 | EY | 1.3K | 38.6% | 1 |
| Jan 2026 | PwC | 1.2K | 36.1% | 2 |
| Jan 2026 | Deloitte | 570 | 17.2% | 3 |
| Jan 2026 | BDO | 200 | 6% | 4 |
| Jan 2026 | KPMG | 70 | 2.1% | 5 |
| Feb 2026 | EY | 1.7K | 39.8% | 1 |
| Feb 2026 | PwC | 1.6K | 37.7% | 2 |
| Feb 2026 | Deloitte | 660 | 15.3% | 3 |
| Feb 2026 | BDO | 200 | 4.7% | 4 |
| Feb 2026 | KPMG | 110 | 2.6% | 5 |
| Mar 2026 | EY | 3.3K | 46.8% | 1 |
| Mar 2026 | PwC | 2.1K | 30.7% | 2 |
| Mar 2026 | Deloitte | 990 | 14.1% | 3 |
| Mar 2026 | BDO | 380 | 5.4% | 4 |
| Mar 2026 | KPMG | 210 | 3% | 5 |
| Apr 2026 | EY | 1.6K | 43.2% | 1 |
| Apr 2026 | PwC | 1.3K | 33.9% | 2 |
| Apr 2026 | Deloitte | 570 | 15.2% | 3 |
| Apr 2026 | BDO | 200 | 5.3% | 4 |
| Apr 2026 | KPMG | 90 | 2.4% | 5 |
| May 2026 | EY | 1.7K | 43.8% | 1 |
| May 2026 | PwC | 1.3K | 32.4% | 2 |
| May 2026 | Deloitte | 610 | 15.8% | 3 |
| May 2026 | BDO | 220 | 5.7% | 4 |
| May 2026 | KPMG | 90 | 2.3% | 5 |
| Jun 2026 | EY | 1.7K | 43.4% | 1 |
| Jun 2026 | PwC | 1.3K | 31.9% | 2 |
| Jun 2026 | Deloitte | 630 | 16.1% | 3 |
| Jun 2026 | BDO | 200 | 5.1% | 4 |
| Jun 2026 | KPMG | 140 | 3.6% | 5 |
| Jul 2026 | EY | 1.6K | 42.7% | 1 |
| Jul 2026 | PwC | 1.3K | 32.9% | 2 |
| Jul 2026 | Deloitte | 610 | 15.8% | 3 |
| Jul 2026 | BDO | 220 | 5.7% | 4 |
| Jul 2026 | KPMG | 110 | 2.8% | 5 |
| Aug 2026 | PwC | 2.1K | 43.2% | 1 |
| Aug 2026 | EY | 1.6K | 32.3% | 2 |
| Aug 2026 | Deloitte | 790 | 16% | 3 |
| Aug 2026 | BDO | 280 | 5.7% | 4 |
| Aug 2026 | KPMG | 140 | 2.8% | 5 |
| Sep 2026 | PwC | 2.6K | 50% | 1 |
| Sep 2026 | EY | 1.6K | 30.8% | 2 |
| Sep 2026 | Deloitte | 680 | 13.2% | 3 |
| Sep 2026 | BDO | 200 | 3.9% | 4 |
| Sep 2026 | KPMG | 110 | 2.1% | 5 |

## What is being compared

- **BDO**: Measured on the search terms “bdo accountants” and “BDO New Zealand”, summed into one figure.
- **Deloitte**: Measured on the search terms “Deloitte Dunedin”, “Deloitte Hamilton”, “Deloitte New Zealand” and “Deloitte Tauranga”, summed into one figure.
- **EY**: Measured on the search terms “ernst & young nz”, “ernst and young auckland”, “ernst and young new zealand”, “ernst and young nz”, “ernst and young wellington”, “EY Auckland”, “EY Christchurch”, “ey near me”, “ey new zealand”, “EY NZ” and “EY Wellington”, summed into one figure.
- **KPMG**: Measured on the search term “KPMG New Zealand”.
- **PwC**: Measured on the search terms “PwC Canterbury”, “PwC Hamilton”, “PwC New Zealand”, “PwC Tauranga” and “PwC Waikato”, summed into one figure.

- [BDO](/demand/nz/brands/bdo-new-zealand)
- [Deloitte](/demand/nz/brands/deloitte-new-zealand)
- [EY](/demand/nz/brands/ey-new-zealand)
- [KPMG](/demand/nz/brands/kpmg-new-zealand)
- [PwC](/demand/nz/brands/pwc-new-zealand)

## Methodology

- [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which brand is most popular in search among tax advisory brands in New Zealand?

In September 2026, PwC was the most searched among tax advisory brands in New Zealand, with an estimated 2.6K branded searches, 50% of all searches for the five we track.

## Cite this page

Brandwave. "Tax advisory brands in New Zealand: Which are searched most?". https://gobrandwave.com/demand/nz/categories/nz-tax-advisory-brands

This page is also available as HTML at https://gobrandwave.com/demand/nz/categories/nz-tax-advisory-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.